Visual metaphors in current Chinese ideological promotion: a multimodal analysis of public service advertisements

Abstract

This study investigates the strategic use of multimodal metaphors in Public Service Advertisements (PSAs) that promote Core Socialist Values (CSVs) in China, exploring how these metaphors engage audiences and facilitate ideological internalization. Through qualitative and quantitative analysis of 57 PSAs from the ‘Visualizing Our Values’ campaign, the research identifies 143 multimodal metaphors drawn from eight source domains: Plant, Animal, Cultural Symbol, Chinese Identity, Agriculture, Natural Landscape, Journey, and Event. The findings reveal that most metaphors strategically integrate verbal and visual elements within their respective domains, with Plant and Animal metaphors predominantly symbolizing growth and harmony. Cultural symbols, representations of Chinese identity, and agricultural motifs emerge as key metaphorical themes, resonating strongly with China’s heritage and developmental ethos. This study contributes to the theoretical understanding of multimodal metaphor usage in noncommercial advertising, shedding light on how the strategic selection of metaphors shapes public perception within specific cultural and ideological contexts.